Use digital to differentiate your business

Use digital innovation to differentiate your company’s products and service from those of your competitors. Digital differentiation and innovation can create the shift in mindset necessary to win in the digital game, according to Ernst & Young (EY). EY recommends that companies focus on innovation that can truly revolutionise and disrupt the market.  One example of digital differentiation is Nike’s NikeID offer, which uses high-tech software to enable customers to customise trainers on its website, choosing everything from the colour of their laces to adding a personal ID.